Sans Normal Birum 2 is a bold, normal width, low contrast, upright, tall x-height font visually similar to 'Branden Rounded' by Craft Supply Co and 'Mahameru' and 'Mahameru Arabic' by NamelaType (names referenced only for comparison).
Keywords: branding, packaging, headlines, editorial, ui, friendly, approachable, playful, soft, modern, warmth, clarity, approachability, modernity, simplicity, rounded, humanist, open counters, large apertures, smooth curves.
A rounded sans with smooth, continuous curves and softly tapered terminals. Strokes are sturdy and even, with a gentle, humanist modulation that avoids hard corners. Letterforms show generous internal space and open apertures (notably in C, S, a, e), giving the face a clear, breathable rhythm. The lowercase sits prominently with compact ascenders/descenders relative to the body, and the overall spacing feels steady and readable in paragraph settings.
Works well for brand identities, packaging, and marketing headlines where a warm, rounded voice is desired. The open counters and steady rhythm also suit UI labels, short passages, and editorial subheads, especially at medium-to-large sizes where the softness of the curves can be appreciated.
The rounded construction and softened terminals create an inviting, easygoing tone that reads as contemporary and friendly rather than technical. Its shapes feel informal but controlled, making it suitable for brands or interfaces that want warmth without looking handwritten.
Likely designed to deliver a modern rounded sans that balances friendliness and clarity. The consistent curves and open forms suggest an emphasis on approachable communication and smooth on-screen and print presence without becoming overly quirky.
Round figures and bowls stay consistent across letters and numerals, with a clear, sturdy baseline presence. The forms lean toward circular geometry while keeping a subtly humanist feel in joints and curves, which helps maintain legibility at larger display sizes as well as in longer lines of text.